May 15th, 2017 – – Life of Dad was awarded a 2017 Iris Award for Best Sponsored Content for it’s development, involvement, and execution of the #CheerioChallenge in partnership with General Mills. The award ceremony took place on Friday, May 12th, 2017, and celebrates work in the online parent publishing industry.  

#CheerioChallenge started when one of Life of Dad’s co-founders stacked Cheerios on his sleeping baby’s forehead and posted a meme challenging others to do the same. Within a week, thousands of people had participated, leading to over 100 million impressions, 200 mainstream media placements, and the largest spike in brand awareness for Cheerios or any other General Mills brand in recent years. Even President Barack Obama along with celebrities such as Mackelmore and Reese Witherspoon participated in #CheerioChallenge.

The second annual #CheerioChallenge will take place in June 2017 and three winners will receive an all expense paid vacation to the Mall of America for Father’s Day.


The Iris Awards honors the parent blogging community and its body of work throughout the year. The Awards recognize the finest expressions in art, commentary, commerce, philanthropy, ideas and connections, all the while celebrating the emerging industry created by its pioneers and leaders.


Life of Dad celebrates the adventure of fatherhood by bringing together a worldwide community of fathers and parents to find entertainment, humor and discussion. Through Facebook, Instagram, Twitter and the website, Life of Dad showcases thousands of blogs, podcasts, videos, celebrity interviews and other creative content. As a social network, Life of Dad connects people around a shared experience of being a dad and provides a safe place where they can seek advice and enjoy a sense of community.